Alok Kumar Ghosh (Dada to friends), who had quit Bates141 Chennai as Senior Creative Director in August 2009 to start his own designing division, has decided to name the division ‘The Touch - Design Factory’. The aim is to be a design specialist in the space and provide that extra ‘touch’.
Dada has teamed up with K Mony, former Senior Art Director at Bates141 Chennai to set up The Touch. Mony has 20 years’ experience in the advertising and marketing. The Touch will be involved in designing packaging, corporate identity, brochures, point of purchase, etc. The Touch commenced operations from September 7, 2009.
Speaking on his decision to start a designing division, Dada said, “As far as the Chennai market goes, it is not at all increasing and I didn’t want my experience to be used in any other agency to its optimum. Also, I didn’t want to shift base from Chennai. Therefore, I decided to start a designing division of my own.”
Further elaborating on the name The Touch, he said that in the creative field, everybody wanted a signature. “We hear people saying that everything is there, but ‘the touch’ is missing. We also hear people saying that the film has Piyush Pandey’s ‘touch’. So ‘the touch’ is very important as far as creative work is concerned, and when we thought about a name, the first one to creep into our mind was ‘Midas Touch’, which, however, sounded very clichéd. From Midas Touch we finally froze on a very simple, anybody-can-pronounce name – ‘The Touch’,” Dada explained.
“Today, everyone is looking for a specialist. Nobody wants to go to a physician for an eye check. Similarly, in the marketing and advertising space, people are looking for specialists who understand their business better, and as a design specialist, we will operate in the space of designing corporate identity, brochures and packaging,” he added.
Dada further said, “The Touch’s first account is an international group, which is outsourcing its designing and packaging from us. I am not in that rat race. Most of the big FMCG companies are going to Mumbai or Bangalore for their packaging design/ logo design/ corporate identity design from Chennai. My aim from now onwards is that they should not have to go out of Chennai, but get the same or even better quality design from The Touch – Design Factory itself.”
Dada began his career 25 years ago as a packaging designer in A&R Packaging Systems Ltd in Hyderabad. With an advertising career spanning 22 years, he has worked with agencies such as Mudra (Ahmedabad), Rediffusion Y&R (Kolkata/ Mumbai/ Delhi), McCann Erickson (Delhi), JWT (Chennai), Fifth Estate (Chennai), RK Swamy BBDO, Fountainhead (Chennai), Goldware (Chennai), Maitri (Chennai/ Kochi), TBWA\ (Chennai), and Bates141 (Chennai).
Alok Ghosh quits Bates 141 Chennai, to start his own designing division